Performance Fallback — Drive Your Traffic Carefully

Do you know that feeling when you’re just one step closer to jumping on a freefall and suddenly you can’t distinguish fear from adrenaline?

On Mobidea, you’ll never feel that restless, terrible dread.


Because there’s absolutely no risk in working with Mobidea. With us, you’ll jump to success because we work hard to provide you the best possible experience, whether you’re a Mediabuyer or a Webmaster.

As you probably know, Mobidea has an amazing feature: the Performance Fallback. Since we came up with it, risk has been taken out of the equation.

Indeed, the main goal we have with this new feature is to drive your traffic to the right solution, according to its performance. If you’ve got a better solution outside of the Mobidea platform, you can send you traffic there, depending on the performance metric you set (EPC).

What’s the best part? It’s all automatic!

What’s the Performance Fallback?

Basically, it means you’ll set a minimum EPC for a specific target that you want to receive. If Mobidea doesn’t reach that EPC, the traffic will be redirected to another URL you’ve previously set (where you know that the performance can be better).

This is a real-deal, win-win situation!

If Mobidea has a better performance, you win with us; if Mobidea doesn’t have a better performance, you win in another place.

Let’s check how you can win with Performance Fallback, without any risk:

performance fallback

Now that we saw all the performance fallback flow, let’s understand how to set it on Mobidea.

Performance fallback is an Advanced Option available on all Smartlinks.


Turning ON performance fallback you’ll see the next options:


Here you have the possibility to set rules for a specific segment of your traffic and manage it. You can exclude or include traffic in your rule, add more than one rule per smartlink, target only specific countries, operators and OS, and also work differently according to the performances during the day.

Let’s be clear and simple explaining performance fallback in the next situations:

Situation 1 — Segment

If you think that Mobidea has a lower performance in a specific segment you can set a minimum EPC you’re willing to receive.


Meaning: All the traffic from France > Bouygues > iOS that can’t reach EPC=5€ will be automatically redirected to

Situation 2 — Exclude

If, on Mobidea, you wanna focus on only one specific segment in which you’re very good, you don’t need to include all the countries in your rule. Click on “include” and apply the opposite logic of the one explained above. “Exclude” will appear.


Meaning: All the Polish traffic, except T-Mobile, will be redirected to if it can’t reach EPC=3€.

Situation 3 — Different Performances

Let’s adapt rules for different OS performances.




Meaning: Redirect the Brazilian traffic to if Android can’t reach EPC=1,5€ and/or if iOS can’t reach EPC=2€.

Situation 4 — Shared Operator and Daypart

You know that you’ll notice a lower performance in a specific operator, in several countries, during the weekend.


Meaning: Redirect all the Vodafone traffic, in some European countries, during the weekend if the performance doesn’t reach EPC=3€.

As you can see, performance fallback is a very useful and adaptable feature. You should first try to understand how to use it and learn more about your market (adult, dating and/or mainstream) to gain the required knowledge to manage your traffic in the best possible way.

Why drive traffic to an EPC=8€ if you can get more?! Now, you have this great opportunity to test different performances without any risk.

Hope you’ve understood my explanation of performance fallback. As you can see, this feature is great.

If you have any doubts on how to implement it please contact our support team!

Your traffic was waiting for the performance fallback to give you more revenue!

Good luck :D

Wanna ask some cool questions?

Go for it now!

Originally published at on October 16, 2015.